Introduction
In his book "Be Obsessed or Be Average," Grant Cardone challenges the conventional wisdom of settling for a comfortable life and a peaceful retirement. Instead, he advocates for embracing obsession as a driving force to achieve extraordinary success in both personal and professional spheres. Cardone argues that the only thing standing between you and your wildest dreams is fear and a lack of ambition. By tapping into the power of obsession, you can overcome these obstacles and unlock limitless rewards.
The Power of Obsession
Obsession as a Source of Energy and Balance
Cardone introduces the idea that obsession, far from being detrimental, can be a powerful source of energy and balance in life. When faced with burnout or exhaustion, the author suggests that instead of taking time off, one should become even more obsessed with their goals. This approach, he argues, generates energy rather than depleting it.
The author shares a personal anecdote about hitting a wall at 40, feeling tired and stressed from constant travel and speaking engagements. He realized he had strayed from his true obsession of becoming the greatest salesman on earth. By reaffirming his purpose and goals, he immediately felt rejuvenated.
Contrary to popular belief, Cardone posits that obsession is the key to achieving real balance in life. He defines a balanced life not as one filled with relaxation and leisure, but as one where you have the career and money you desire, good health, a happy family life, and strong faith. To achieve this, he emphasizes the need for hard work and passion in every moment.
Keeping Obsessions Fresh for Continued Motivation
Cardone stresses the importance of continuously setting new, more ambitious goals to maintain motivation and drive. He argues that an exceptional career isn't about achieving a single goal and retiring, but rather about pursuing a series of increasingly audacious objectives.
The author uses his own experience as an example, describing how he went from owning 100 apartments to 4,500 units by constantly setting higher targets. He encourages readers to think big, suggesting that once you earn a million dollars, you should aim for a billion.
Cardone warns against the dangers of settling into a comfortable retirement, arguing that it can lead to boredom and depression. Instead, he advocates for giving yourself a grand purpose that grows along with your career, ensuring that you remain active and continue reaching for new heights.
Aiming High and Embracing Uncertainty
The Power of Bold Promises
Cardone emphasizes the importance of making ambitious promises and figuring out the details later. He argues that even billionaires don't know exactly how they're going to make their fortune when they start out. Instead, they promise ten times more than they think is possible and then force themselves and their team to deliver on that promise.
The author draws parallels to major life events like getting married, having a child, or starting a business, where people often dive in and figure things out as they go. He encourages readers to apply this same principle to their business goals, even suggesting that it's sometimes better to release products before they're fully ready, especially if it means being first to market.
Learning from Successful Companies and Teams
Cardone uses Apple as an example of a company that prioritizes being first and innovative over being perfect. He points out that nearly every Apple product has had its share of flaws, but the company's bold approach has made it one of the best brands ever.
The author also highlights the New England Patriots football team as an example of the power of making bold promises. When Robert Kraft took over as owner in 1995, he made ambitious promises to win the Super Bowl, which inspired the players to give their all. This resulted in five Super Bowl wins and a significant increase in the franchise's value.
Embracing Fear as a Tool for Success
Understanding and Leveraging Fear
Cardone argues that fear is an inevitable part of pushing boundaries and achieving success. He identifies two main types of fear: fear of rejection and fear of failure. Rather than letting these fears hold you back, he encourages readers to embrace them as signs of growth and progress.
The author uses J.K. Rowling's experience as an example, citing her Harvard University commencement speech where she emphasized the importance of being brave enough to fail. Rowling received 12 rejection letters before the first Harry Potter book was accepted, demonstrating how perseverance in the face of fear can lead to extraordinary success.
Using Fear as a Competitive Advantage
Cardone suggests that embracing fear can give you a psychological advantage over your competitors. He shares his own experience during the 2008 economic collapse, where he used the widespread fear as motivation to be more aggressive in making sales and public appearances. While others were retreating, he expanded into new markets, which ultimately paid off.
The author emphasizes that if you don't feel fear from time to time, it might indicate that you're becoming too comfortable and not growing. He encourages readers to seek out new challenges and opportunities for growth, even if they induce fear.
Investing in Growth and Expansion
Prioritizing Spending Over Saving
Cardone challenges the conventional wisdom of saving money, arguing instead for the importance of reinvesting profits and excess energy into expansion. He contends that money that isn't being used isn't very useful and that the only money that matters is money that is helping you grow.
The author recommends spending 30 to 40 percent of profits on expansion opportunities, citing tax benefits as an additional incentive. He argues that while profits are always taxed, money reinvested in the company is usually not taxed, making these dollars more valuable.
The Importance of Publicity and Team Building
When expansion opportunities are hard to find, Cardone suggests investing in publicity through marketing, advertising, and social media. He believes that becoming a household name can open doors to new expansion opportunities.
The author also emphasizes the importance of building a strong team rather than trying to be a "one-man show." He shares his own experience of struggling for ten years trying to do everything himself before realizing the value of delegation and hiring people who can help earn money.
Dealing with Critics and Building a Strong Team
Turning Haters into Allies
Cardone addresses the inevitability of facing opposition and criticism as one becomes more successful. Rather than trying to silence critics, he suggests viewing them as a sign of success and using their attention as free publicity.
The author argues that having haters can make you more resilient and even help improve your products or services. He encourages readers to use the words of critics as fuel for their passion and as motivation to prove them wrong.
Creating a Culture of Obsession
Cardone stresses the importance of building a team that shares your obsessive passion for the business. He advises maintaining control by actively listening to and observing your staff, even going so far as to listen in on sales calls to ensure they meet your standards.
The author recommends showing personal engagement and gratitude to employees who put in extra effort, such as sending personal video messages of appreciation. He believes these personal touches can ensure total commitment from the team.
Being Ruthless in Hiring and Firing
Cardone emphasizes the importance of being selective when hiring and not hesitating to let go of employees who aren't meeting expectations. He frames employment as an agreement where both parties have responsibilities and argues that it's not wrong to replace underperforming staff with those who will do the job effectively.
The author acknowledges the changing nature of careers, noting that most people now expect to have several jobs over their lifetime. He encourages building a team of individuals who are as obsessive and passionate about the business as you are, believing this is key to success.
Final Thoughts
"Be Obsessed or Be Average" challenges readers to adopt a growth mindset and set seemingly impossible goals for themselves and their companies. Cardone argues that these ambitious objectives are crucial for motivating a tireless workforce and achieving exceptional results.
The book encourages readers to embrace obsession as a positive force, using it to generate energy, maintain balance, and continuously push for greater achievements. It emphasizes the importance of bold promises, embracing fear, reinvesting in growth, and building a team that shares your passion and drive.
Cardone's message is clear: settling for average is not an option if you want to achieve extraordinary success. By cultivating obsession and applying it to every aspect of your personal and professional life, you can unlock your full potential and reach heights you never thought possible.
The author's unconventional advice challenges many traditional notions of success and work-life balance. While some readers may find his approach extreme, Cardone's ideas offer a fresh perspective on ambition, goal-setting, and the pursuit of excellence. Whether you fully embrace his philosophy or not, "Be Obsessed or Be Average" provides thought-provoking insights that can inspire readers to push beyond their comfort zones and strive for greatness.
In a world that often encourages moderation and caution, Cardone's call to embrace obsession stands out as a bold alternative. For those willing to commit fully to their dreams and ambitions, this book offers a roadmap to extraordinary success and fulfillment. It's a reminder that with the right mindset and unwavering dedication, even the most audacious goals can be within reach.